Kevin Vaz, business head of Star English Channels, speaks with SHAlINI SAKSENA about why two new channels were introduced – Star Movies Action & Start World Premier HD – the strategy involved and there being space for more channels provided the content base is strong
In the last six months two new channels have been launched. WhyIJ
Star Movies Action was launched in May and Star World Premier HD in September last year. We wanted to cater to the high-end audience, which is about five per cent, who wants to watch the latest shows. These people already know the latest shows being aired in the US. Not only does this segment have the money to pay for the same, they are also very selective in what they want to watch.
But why Premier HD when there is Star WorldIJ
Usually for any show/season that airs on Star channels, it takes around a year or at least a couple of seasons before they find their way on the Indian telly. For example, if Castle 6 is being aired in the US, Star World will probably be airing Season 4. We wanted to bring some of the latest seasons. There are people who are willing to pay to watch these shows. Having a genre specific channel also means that that we are able to bring some of the most watched US shows to India.
The shows that we are watching with the USIJ
At present, there are 26 shows. The most popular ones are Homeland, The Blacklist, Revenge, Mad Men, Agents of SHIElD, Sleepy Hallow to name a few. We are about to introduce three more shows shortly like Master Chef USA, Archer and American Horror Story: Coven.
Is there a set strategy that is followedIJ
While we may use a set pattern, it will depend on the kind of show or programme that we want to bring in. So, we have to approach each show differently. Since, a show is different from what kind of movies we want to air, the strategy for the two also differs.
Was there is need to introduce Star Action MoviesIJ
Again, there are some people who only like to watch action movies. Many movie channels have a mix bag to offer. People who like action will have to wait till an action movie comes up. But now, the minute they switch on their TV, they get to see one. As the viewership has gone up from seven to eight per cent to 50 per cent means there was definitely a need for the same.
But is this not eating into Stars own viewershipIJ
Not at all. As long as people are watching any show or movie on Star, we are happy. We just want to give people a choice and convert them into watching our programmes or movies even if a show or movie may clash. With record facility on offer, the missed shows can always be watched anytime they want.
Is it not an over dose of channelsIJ
People are very smart. They are looking at good content. As long as the channel is able to give that, there is space for many more channels. One has to be very strong when it comes to the kind of programmes that a channel is airing. In order to reach the top or at least be among the best, the content has to be brilliant so that people tune into that channel immediately.
Is it a conscious decision not to advertise on Hindi GECsIJ
People who watch Hindi channels are not our target audience. Even if we did advertise they will not watch these shows. It is not only a waste of resources, it is a waste of manpower and doesn’t male for a good business decision.
What more can we expect in the coming monthsIJ
For now we want to consolidate our audience for the two channels launched. By May there will be 50 shows on Premier HD that Indians will be watching with the US.